Most visitors to your Shopify store will leave without buying on their first visit. That is completely normal — industry averages suggest 97% of first-time visitors do not convert. Retargeting ads exist to bring those visitors back. This guide explains how retargeting works and how to set it up for your Shopify store, even if you have never run ads before.
What Are Retargeting Ads?
Retargeting (also called remarketing) shows ads to people who have already visited your website. A small piece of code on your Shopify store — called a pixel — tracks visitors. After someone visits your store and leaves without buying, they start seeing your ads on Facebook, Instagram, Google, YouTube, and other platforms.
Because these people already know your brand, retargeting ads convert at significantly higher rates than cold prospecting ads. The cost per conversion is typically much lower too.
Setting Up the Facebook Pixel on Shopify
The Meta (Facebook) Pixel is the most important tracking tool for most Shopify stores. Here is how to set it up:
- Go to your Shopify Admin, click Online Store, then Preferences.
- Scroll to Facebook Pixel and enter your Pixel ID. You can find this in your Meta Business Manager under Events Manager.
- Alternatively, install the Facebook & Instagram app for Shopify, which handles pixel installation and product catalogue sync automatically.
- Verify the pixel is firing correctly using the Meta Pixel Helper browser extension.
Setting Up Google Remarketing on Shopify
For Google retargeting, install the Google & YouTube app for Shopify. This installs the Google Ads conversion tag and Google Analytics tracking. In Google Ads, create remarketing audiences under Tools, then Audience Manager. Common audiences to create include:
- All website visitors (last 30 days)
- Product page viewers (last 14 days)
- Cart abandoners (last 7 days)
- Past purchasers (last 90 days) — for upsell campaigns
Types of Retargeting Campaigns to Run
Different visitor segments need different messages:
| Audience | Message | Offer |
|---|---|---|
| Homepage visitors | Brand awareness, bestsellers | No discount needed |
| Product page viewers | Specific product they viewed | Free shipping or small discount |
| Cart abandoners | Urgency — “Still in your cart” | 10% off or free shipping |
| Past buyers | New arrivals, related products | Loyalty discount or early access |
Dynamic Retargeting: Show the Exact Product They Viewed
Dynamic retargeting automatically shows each visitor an ad featuring the exact product they viewed on your store. This is far more effective than generic brand ads. Both Facebook and Google support dynamic retargeting when your product catalogue is connected.
For Facebook dynamic ads, connect your Shopify product catalogue via the Facebook & Instagram app. For Google, connect via the Google & YouTube app and create a “Dynamic remarketing” campaign type in Google Ads.
Retargeting Ad Creative Tips
For retargeting ads, use a different tone than prospecting ads. These people already know you:
- Use social proof: “Join 5,000+ happy customers” or show review stars
- Create urgency: “Limited stock” or “Offer ends Sunday”
- Remove objections: Highlight free returns, secure checkout, fast delivery
- Keep it simple: One product, one message, one call to action
If you want help setting up a proper retargeting funnel for your Shopify store, OneOnic’s paid ads team can build and manage campaigns across Meta and Google for you.
